UX/UI Design & Web Development

Redesigning the Australian Youth Orchestra (AYO) Website

Visit Live Site

The Brief

Three Distinct Audiences, One Website

Australian Youth Orchestra needed a website redesign serving three user groups: prospective participants and families researching programs, concert-goers booking tickets, and donors seeking impact transparency. Each audience had different goals and required clear pathways without competing for attention.

The challenge: balance immediate clarity for each audience while maintaining a unified brand experience that reflects the orchestra’s national prestige and artistic excellence.

What I Delivered

Strategic Navigation with Immersive Visual Storytelling

Led full redesign at Emptyhead Digital—from discovery and wireframes through UI design and development—creating an immersive digital experience that serves three distinct user groups.

Design

  • Discovery research and persona development
  • User journey mapping for three audience types
  • Wireframes and interactive prototypes
  • UI design system and component library

Development

  • WordPress custom theme (HTML, SCSS, JS, PHP)
  • Custom mega menu with audience-specific pathways
  • Video mask entrance animation
  • Parallax scroll effects for visual immersion

Outcome

Live Site Supporting National Organisation

Live: ayo.com.au

Scale: Website supports national organization serving 552 participants across Australia, 7,510 concert attendees in 2024, and 147 artists employed.

Result: Full redesign delivered for Australia’s premier youth orchestra, successfully balancing clarity for diverse visitors with unified brand experience and visual impact.

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